FamilyLife

How using exclusivity with an acquisition offer impacts conversion

Experiment ID: #4133

FamilyLife

Experiment Summary

Timeframe: 02/01/2018 - 04/11/2018

The FamilyLife Today website gets significant traffic from FamilyLife’s radio programs. On that website they offer people the opportunity to sign up for the FamilyLife newsletter. We hypothesized that by increasing the exclusivity of the offer we might be able to increase conversion of this offer. To do this, we developed a treatment that invited people to “Become a FamilyLife Insider” and had value proposition to support this.

Research Question

Would increasing exclusivity increase name acquisition on FamilyLife Today?

Design

C: Subscribe
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T1: FamilyLife Insider
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[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-768x328.jpg [medium_large-width] => 640 [medium_large-height] => 273 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider.jpg [large-width] => 640 [large-height] => 274 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider.jpg [1536x1536-width] => 1013 [1536x1536-height] => 433 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider.jpg [2048x2048-width] => 1013 [2048x2048-height] => 433 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-600x400.jpg [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-600x600.jpg [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-50x21.jpg [admin-width] => 50 [admin-height] => 21 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider.jpg [full-width] => 1013 [full-height] => 433 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-372x159.jpg [thumb_372-width] => 372 [thumb_372-height] => 159 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-980x419.jpg [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 419 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-32x14.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 14 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-48x21.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 21 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-64x27.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 27 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-128x55.jpg [thumb_128_128-width] => 128 [thumb_128_128-height] => 55 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-122x52.jpg [thumb_122_67-width] => 122 [thumb_122_67-height] => 52 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-153x65.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 65 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-130x56.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 56 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-232x99.jpg [thumb_232_177-width] => 232 [thumb_232_177-height] => 99 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-544x233.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 233 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-271x116.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 116 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-271x116.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 116 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-272x116.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 116 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-372x159.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 159 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-372x159.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 159 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-385x165.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 165 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-416x178.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 178 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-448x191.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 191 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-896x383.jpg [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 383 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-574x245.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 245 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/FamilyLife_Insider-776x332.jpg [thumb_776_395-width] => 776 [thumb_776_395-height] => 332 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Subscribe 2.0%
T1: FamilyLife Insider 2.2%9.7% 98.3%

This experiment has a required sample size of 42,516 in order to be valid. Since the experiment had a total sample size of 125,611, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 9.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment increased name acquisition by 9.7%. By telling people they could become “an insider” in signing up for this offer, it increased the appeal of the offer and motivation of people on the site. Exclusivity is a strong motivating factor to convert traffic into names and potentially donors.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #4133

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.